Social MediaSocial media is a big buzz word around in the marketing and digital industry and can be quite overwhelming determining what social platforms to use.
Not all social platforms are a one size fits all for the industry your business is in.Trying to take the reins on all types of social media can create you more work maintaining than the amount of leads/impressions that you generate from it.

If you are about to delve in to social media, here are a few tips…


What is the purpose of using social media?

Always keep in mind what your end goal is, and always look back at that goal every time you post.

  • Are you trying to educate your followers?
  • Are you trying to generate more leads/sales on your site?
  • Or, are you just trying to achieve a larger audience?


Always remember who your target audience is

Consider what platforms are available and if your audience uses them. There is no point throwing time and money into posting on a platform that your audience does not use.

  • What platforms do they use?


Think about the times of day when your audience will be active on social media

To engage and generate the most activity from your social campaign, think about the days of the weeks and times that your audience are likely to be on social media.

  • When would they have time in the day to read your post?
  • What times of the day are they likely to be ready to buy?


Consider the content you post carefully

Refer back to your end goal for using social media and make sure your content meets that goal. Ensure the content is written to suit your audience and that they can easily relate to it.

Writing something topical that ties back to your brand could help engage your audience.

For example –  ‘10 stylish shoes you should be seen wearing for the Melbourne Cup.’

  • If you are trying to generate more sales and you are creating posts of cute cats.
    • This may generate you a large audience quickly, but does this content help sell your product?
  • If your intention is to generate quality traffic to your site
    • Craft your content to encourage only visitors interested in reading further about your post. Useless, irrelevant content could be increasing your bounce rate on your site.
  • If you are educating your existing audience
    • Make sure it’s written in a style that your target audience can fluidly read and understand.
    • A good example of this is the way one of our clients, Fluro Training who provide clear and informative posts on health and safety related information without the wordy jargon on social media.


Identify the reactions you will receive from your post

Brainstorm the type of reactions you might receive to make sure you are prepared for these reactions from your audience.

  • Will this create a negative or positive reaction?
  • Do you have the time and resources to manage the reactions you get from your post?
  • Is this the type of reaction that help steer you towards your end goal?
    • Educating
    • Increasing leads and sales
    • Widening your audience


Lastly but most importantly, what is your call to action?

Consider what your call to action is to help achieve your overall goal. Make sure the call to action is clear of what you want your visitor to do.

Sometimes marketers focus on the content and design and completely forget about creating a clear, simple call-to-action to steer that visitor into completing your goal.


Happy Social Campaigning!


About Scott Shorter

Scott Shorter in a SEO and digital marketing specialist with 20 years of experience. He has been a guest speaker for the Advertising Council of Australia, Engineering Institute of Technology, WA Leaders association as an industry expert and Edith Cowan University, from which he graduated with a B.Comms – BSc (M) Multimedia & Internet Computing in 2005. His agency Scott Shorter Pty Ltd was founded in 2011 in response to a market demand for a dedicated SEO and digital marketing agency.

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